The Future of Advertising Agency - 2020 & Beyond
These are interesting times. With the lockdown and impeding near-recession scenario, agencies will be faced with challenges in terms of both revenue growth and being prepared for the new norm in a changed world. As advertising agency business is closely linked to client’s business and since most companies will focus on business continuity, portfolio sustenance, and holding to their market position thus impacting marketing spends…it will not be business as usual at the agency end. Some of the answers that agency leaders seek are - Profit: Where are the growth opportunities for agencies? People: How do agencies retain/attract talent? Process: Will there be any change in the way agencies work? Growth opportunities: Going by the popular catchphrase - follow the money, we know marketers have and are investing heavily into Martech & data in a big way. Their future marketing actions would be based on these investments. As a marketing and communication